Last week we brought you the first part of the Email Design Conference adventure of our colleague Sybren. If you missed it, you can read his findings here. Done with part one? Then sit back for the second part and find out what he picked up about data...
Last month our colleague Sybren attended The Email Design Conference in London, held by Litmus. The perfect way to meet like-minded practitioners and learn all about the latest design trends, new techniques and best practices in careful planning and strategy. All new and exciting ideas we want to share with you. In this first part, we’re focusing on the “where” and “when” of email.
Are you one of those e-marketers who wants to know how well your e-mail campaigns are doing, at any time of day? Even when you’re at the hairdresser’s, on the train or in the library? Well, have we got news for you…
Aside from Return On Investment (ROI), Revenue Per Email (RPE) is one of the most valuable metrics you can track. Still, not a lot of marketers out there are doing it.
According to the latest stats of our partner Litmus, mobile email opens continued their steady climb toward 50% by gaining another percentage point in September. Emails opened on smartphones and tablets now account for 48% of total opens. Impressive, no?
In last week’s tipmail we’ve been telling you about the importance of the pre-header text. Today, let’s focus on that line of text that makes your email stand out in people’s inboxes: the subject line.
As an e-marketer you probably know that you never get a second chance to make a first impression in the recipient’s inbox. That’s why putting the pre-header, that’s the area at the very top of your email, to good use is so important.
Remember how we reported on the importance of adapting your email marketing to mobile in order to save your ROI last week?
For most marketers, email has been a key element in their digital arsenal for years. It has proven to be a valued contributor to ROI and customer engagement.
As you may know, the RFM scoring model is traditionally based upon transactional customer data. Using Recency, Frequency and Monetary value allows you to group customers, based on their purchase behavior and potential value. The model is successfully used in mailorder and e-business to bring structure into the huge amount of data. It also helps to decide on campaign investment efficiently and effectively.
For most e-commerce marketers, it’s a standard practice to collect customer email opt-in. Thing is: we tend to use it for delivery and service follow-up only, not for customer growth.
What Facebook is to social, Gmail is to email marketing. This platform, just over 6 years old, has grown into the biggest online email client. The reason for this success is the classic Google recipe: continuous evolution. Gmail blends in neatly with other Google services like Google+. They were one of the first to have a community-driven spam filter, and now they’re planning on releasing Google wallet for email, so you can send money as an attachment…
“Email campaign time will become irrelevant in the future”. Mind you, we love reading about industry tendencies and debating on the future of email marketing. But nonetheless, this quote made us raise our eyebrows. Especially since here at EmailGarage, we believe that we should go from email timing 1.0 to email timing 3.0. You may remember we discussed that in a previous blogpost . So will email timing become less relevant in the future? Uh-uh, we don’t think so….
As you know, we at EmailGarage like making a bold statement now and then. We’ve claimed that email timing is done wrong, or said we’re not huge fans of benchmarks . And just recently we dropped another bomb during a meeting by stating that, quote: ‘the value of an email address is close to zero’. Bada-boom!
Email marketing owes much of its success with marketers to metrics and reporting. No other channel allows you to track and trace your campaigns to a personal level and measure conversions with such accuracy. These are both highly effective techniques to fine-tune your communication. But be aware, there’s also something we call ‘metric deception’. If you interpret a metric in the wrong way, your decisions based upon this will be incorrect as well. For example: you are sending out e-coupons for free samples to a database of 100,000 people. If this campaign yields just one download, it’s a bad thing. If, for your next campaign you get 5 downloads, you’re still stuck with a bad campaign. But you can also make it sound positive by saying you have managed a 500% boost in conversion. Get our point?